Cape Town, September 2024 — In a testament to the power of strategic public relations in the EdTech sector, Red Ribbon Communications, a leading South African PR agency, has successfully elevated the profile of Zaio, an online coding school, through a targeted six-month media outreach campaign. The collaboration between Red Ribbon Communications and Zaio has yielded exceptional results, positioning Zaio as a go-to platform for accessible coding education.

Ronelle Bester, Account Director at Red Ribbon Communications, expressed her enthusiasm about the partnership:
"Our work with Zaio exemplifies the transformative impact of strategic PR in the EdTech space. In just six months, we’ve not only significantly increased Zaio’s brand visibility but also contributed to tangible business growth."

The campaign’s success is reflected in the impressive metrics achieved. In just six months, Red Ribbon secured over 120 pieces of media coverage, with 25% in tier-one media outlets, and increased Zaio’s Share of Voice by 22%.

Tangible Business Growth

The PR efforts directly influenced Zaio’s business growth. A radio interview on Radio 786 contributed to almost 20% of new student signups for their next bootcamp. Red Ribbon’s focus on securing broadcast interviews proved particularly impactful. A single broadcast on SABC triggered a 60% increase in website visitors, and consecutive features on eNCA and Newzroom Afrika led to another 60% traffic spike.

Harjot Singh, CMO of Zaio, praised the campaign’s effectiveness:
"PR has definitely positively changed the view on Zaio. Our popularity increased, which is good for the brand and also good for business because it is building more trust for us." Singh emphasised the value of consistent PR efforts, stating that ongoing media outreach has created opportunities for significant media coverage, highlighting the long-term investment of PR.

Expanding National Reach

Beyond boosting Zaio’s visibility, the campaign expanded its reach beyond Cape Town. Singh noted:
"A year ago, we were just known in Cape Town. Now, when we enter an event, people already know who we are, which is crazy. PR has changed the view on Zaio positively."

Strategic Approach to PR

Bester commented on Red Ribbon’s approach:
"Our strategy goes beyond securing media coverage. We focus on creating narratives that resonate with the audience and drive tangible results for our clients. The success with Zaio underscores our ability to deliver high-impact PR campaigns in the EdTech sector."

As the EdTech sector continues to grow, Red Ribbon stands out as the go-to tech PR agency for companies seeking to enhance visibility and drive business growth. Zaio’s success serves as a compelling example of the agency’s ability to deliver exceptional results in a short timeframe while also laying the foundation for long-term success.

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